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Rebel Muse on the market

Emma Macdonald

She has been Canberra’s rebel muse, now Alicia Xyrakis is preparing to hand over her fashion legacy.

Canberra fashion identity Alicia Xyrakis has two great loves—her edgy Lonsdale Street clothing boutique Rebel Muse and her partner Jordan Momtazi.

After four years of building her cult Canberra following and attracting national online sales through her website for labels such as Camilla and Marc, Romance was Born and Asilio the Label, Alicia has made the decision to sell Rebel Muse in order to follow her heart all the way to New York City.

She signed the lease on the Braddon shopfront just prior to meeting Jordan in Sydney and for the past four years, she has juggled growing her clothing empire while maintaining a long-distance relationship.

Alicia Xyrakis and Jordan Momtazi

Now the two worlds have to part. Jordan has been based in Sydney working for blockchain startup Havven. He’s the vice-president of partnerships and helped the company raise $39 million in its Initial Coin Offering. It’s the largest amount any Australian cryptocurrency has ever raised and now Jordan is likely to work out of New York.

As a result, Alicia will leave her sunny spot on Lonsdale Street where she has provided expert style guidance to the city’s fashion-lovers. Admittedly it’s not a tough decision to spend a year or two in the Big Apple with the man she loves, but it is hard to wrench herself from the brand and loyal clientele she has fought so hard to build.

Speaking exclusively to HerCanberra about her decision, Alicia said “We’ve been splitting our time and our lives between Canberra and Sydney for three years now. We’re a team, partners in crime, and we want a real life together where we actually live together full time and start settling down.”

“I love Rebel Muse, it’s my baby and it’s been the most challenging and rewarding thing I have ever done. I am so proud of it and what I have created over three short years. And while it hurts to think about selling it, I was ready to make this decision.”

Rebel Muse has become a favourite haunt for statement pieces and quality staples with an emphasis on established and emerging Australian designers. But for Alicia, Rebel Muse is more than just a store.

“It’s an events space and it’s a community, not just for Canberra but Australia-wide. Our online store is the fastest growing area of our business, with return customers Australia wide and a client base that exceeds 3000 customers.

“Our blog has a nationwide readership and an Instagram following of 11.6K. We are also currently growing Rebel Muse online globally. We ship worldwide with our website drawing our second largest audience to Australia from USA and New Zealand.”

Alicia has put out expressions of interest for the sale and says she wants to make sure she has enough time to do a one to two-month handover.

“I want to teach the new owner everything about how it runs, introduce them to the designers and brand manager to ensure they’re able to maintain the strong relationships I have formed within the industry and with my clients.”


Emma Macdonald

Emma Macdonald has been writing about Canberra and its people for more than 20 years, winning numerous awards for her journalism - including a Walkley or two - along the way. Canberra born and bred, she’s fiercely loyal to the city, tribally inner-north, and relieved the rest of the country is finally recognising Canberra’s cool and creative credentials. More about the Author

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